Tanning may not always be the first thing that comes to mind for male clients—but that’s changing. As salons evolve into wellness destinations, the door is opening wider for people who may have once felt out of place in a tanning environment. That includes men.

With services like red light therapy, infrared saunas, and skin recovery treatments becoming more mainstream, wellness is helping to normalize the tanning experience. Clients who come in for one thing—like muscle recovery or skin health—often end up discovering how tanning fits into their broader self-care goals.

Here’s how to make that journey easier to start, and more likely to continue.

1. Reframe the Tanning Conversation

Many men still associate tanning with vanity or a certain aesthetic. It’s your job to change that narrative.

Position tanning as:

• A grooming essential—like a haircut or clean shave.
• A way to look more defined, more even-toned, and more confident.
• A simple upgrade for special events, vacations, or everyday appearance.

Focus on efficiency and results: “Look sharper in 15 minutes,” or “Enhance your natural tone—no judgment, no hassle.”

2. Wellness as a Gateway

Red light therapy, infrared sessions, and other wellness offerings have made tanning salons more approachable for men who might have previously written them off.

When clients come in for recovery, sleep support, or skincare, they often realize your space isn’t about superficial beauty—it’s about feeling good, performing better, and taking care of yourself. That’s a powerful realization.

Once they’re comfortable with your brand, trying tanning becomes an easy next step.

3. Simplify Retail for Men

Product sales work better for male clients when they’re framed around results and simplicity.

Try this:

• Curated bundles labeled “His Skin Kit” or “Essentials for Active Skin”
• Focus on multitasking products (hydrating bronzers, red light lotions, post-sun recovery sprays)
• Keep signage and staff recommendations clear, quick, and benefits-focused

This helps remove the intimidation factor and makes retail feel accessible—not overwhelming.

4. Purposeful Packaging

Men often respond better to packages that emphasize performance or functionality.

Examples:

• “Weekend Reset” – red light + sauna + hydration product
• “Look Sharp Fast” – express tan + facial tanner access + product
• “Recovery + Results” – a wellness-focused combo with soft upsells

Avoid fluffy names or vague benefits. Be direct about what it helps with and why it works.

5. A More Inclusive Space

Thanks to the rise of wellness, the perception of tanning salons has shifted. Still, it helps to reinforce that message with how your space looks and feels.

Tips:

• Neutral, modern design and clean signage
• Avoid over-feminized décor or glam-heavy language
• Make sure your service menu and website appeal to everyone, not just women

Inclusivity is key to approachability.

6. Let Real Guys Tell the Story

Word-of-mouth works—especially from someone relatable. Encourage existing male clients to share what brought them in, what they tried, and what surprised them.

Post:

• Short video testimonials
• Social graphics with real quotes
• Stories from gym-goers, athletes, or everyday guys who use tanning or red light as part of their routine

Authenticity lowers the barrier for others to follow.

The addition of wellness services has made salons more inviting to everyone—including men who may have felt tanning “wasn’t for them.” Once they step through the door for recovery, relaxation, or skin health, they often discover just how beneficial—and confidence-boosting—your tanning services really are.

All you have to do is make it easy to walk in the first time.